Party plan specialists BlueBella has inked an exclusive licensing agreement to launch the Official Fifty Shades of Grey lingerie and underwear ranges in the UK and Ireland. Initially introducing a gift collection for men and women for Christmas 2013, and available for wholesale from August 2013, BlueBella will go on to create a comprehensive range for summer 2014 to coincide with the launch of the erotic trilogy’s first film, which will be directed by Sam Taylor-Johnson.
Founded in 2005 by Emily Bendell, BlueBella’s nationwide network of consultants continues to grow, supported by its e-commerce platform. The brand is also set for launch with key retail partners, including ASOS and Figleaves, in autumn 2013.
In 2010, BlueBella attracted six-figure investment from Lovehoney – creators of the Official Fifty Shades of Grey Pleasure Products and Personal Care collections – and, more recently, from James Averdieck, founder of luxury chocolate company Gü.
The debut BlueBella Fifty Shades of Grey collection will include a men’s cotton ‘Christian Grey’ boxer, a trio of panty gift sets featuring some of the book’s most memorable catchphrases, embroidered frill ribbon tie briefs, baby doll sets and detailed lace button-up briefs alongside stand-out ‘You. Are. Mine’ multi-use body bows and open bra and brief sets with detachable silk satin ties. Each piece in the women’s collection is said to be in keeping with BlueBella’s signature playful-meets-feminine design handwriting.
Emily Bendell, Chief Executive Office and founder of BlueBella said: “As we await the release of the Fifty Shades of Grey film, and a new wave of excitement surrounding the erotic phenomenon reaches fever pitch, we are thrilled to be developing the lingerie and underwear collections that will coincide with both the run-up to and launch of the film. The ‘Fifty Shades effect’ has benefited our business and the books have played a significant role in shifting perceptions of female sensuality. This is core to our vision too, so we feel this is a perfect partnership”
The collection will be debuted at Moda Lingerie & Swimwear, which takes place from 11th – 13th August 2013, at the NEC. Suggested retail prices range from £12 to £40.